Be prepared to shift goals & communicate the value of your media at different phases in your business growth.

How should you use Google’s new and improved broad match?

How do you think about each?

How do you optimize non-branded campaigns if they don’t convert often but you know they drive sales down the road?

Do you really need to be spending money on branded traffic?

How do you show the value of your awareness media using paid search if you don’t have access to an MTA or MMM model?